Our Company

We guarantee the perfect fit for every woman.

At CHANGE we believe that high quality products, a large range of sizes, personal service and caring guidance is key to finding the perfect bra for you.

Therefore, all of our products are designed, developed and crafted in-house and sold by our skilled bra experts in 300+ CHANGE stores across Europe and Canada.

This is the story of our brand.

“Our mission is to give every woman
the perfect fit no matter size or body type.
We embrace the female body as it is.
We do not believe that you should fit into
your bra – the bra should fit you.”

Scandinavia's largest lingerie brand
  • All products are designed and developed in-house in Denmark

  • A bra for every woman with a size range of 88 sizes

  • 300+ owned and operated retail stores in 9 markets

  • More than 2,000 colleagues globally

  • Over 2 million loyal members of Club CHANGE

  • HQ in Farum, Copenhagen, Denmark

  • Own production and distribution facilities in Asia and Europe

Our brands

CHANGE Lingerie is lingerie, swimwear and nightwear designed in soft materials with a romantic touch, which embraces and underlines your natural curves. The lingerie from CHANGE Lingerie is all about comfort for all sizes. The design is classic and feminine with beautiful lace details.

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Our Intimate brand consists of lingerie and swimwear in stylish and simple designs with a minimalistic Nordic edge. Intimate is functional, sheer, light with a touch of cool femininity and a young, playful look and feel.

“Feel free to express yourself and explore the different facets of your femininity and the woman within.”

Gitte Breil, Founder

Our story

CHANGE Lingerie is an international lingerie brand with origin in Denmark. Through innovative and functional designs, we are one of the leading lingerie brands in Scandinavia and we continue to expand globally.

The story of CHANGE Lingerie is based on the meeting of a young entrepreneurial couple, Claus Walther Jensen and Gitte Breil, with lingerie designer Lissi Lid in 1997.

By combining Lissi’s 35 years of experience in designing and constructing lingerie and the couple’s manufacturing set up in China, a unique lingerie collection was created and the vision to make a change in the lingerie market became a reality with the creation of lingerie at affordable prices that would fit every woman no matter size or shape.

The collection was first sold in big retail stores around Scandinavia, but in November 2001 the very first CHANGE Lingerie store opened in Ringsted, Denmark.

CHANGE Lingerie quickly became a great success and only a few days later the second store opened in Copenhagen, Denmark. Soon CHANGE Lingerie stores were opening all over Europe and Canada, and today we have more than 300 stores.

It is safe to say that our very first lingerie designer, Lissi Lid, had a huge impact on the design and fit of our bras. Lissi designed many of our bestsellers, which we continue to carry in our collection. One of our most well-known bestsellers is the Lissi series, which was created as a tribute to Lissi Lid.

The combination of design and value for money is a distinctive feature of CHANGE Lingerie, as is the constant development of our world-class service.

At CHANGE Lingerie we respect the natural beauty of the female body and create lingerie designed to fit all shapes and sizes perfectly.

Our brand DNA

Danish design & development

We are proud of our Danish heritage and that is why all our products still till this day are designed and developed in Denmark.

We create our products with a 360° approach and understand that no female body is alike. We put a lot of thought into functionalities, design, choice of material and comfort - all this to ensure that you can experience a bra that fits like it was tailored to you.

Personal service

We find that many women are wearing the wrong bra size or don't know what kind of bra style best suits them. A professional bra fitting is key to finding the right bra.

In our stores you will meet our Personal Shoppers, who are trained bra experts. We educate our staff to make sure that they can always guide you, not only in finding the perfect size and fit, but also the perfect bra style.

Personal service and guidance is a core part of our business, and we take great pride in this to make sure you always get the experience when visiting our stores.

Affordable luxury

Our products are crafted and designed for beauty and comfort. We work hard to find not only the most beautiful materials for each design, but also the most responsible.

CHANGE Lingerie is beautiful well-crafted designs at affordable prices.


At CHANGE Lingerie we have a broad size and style range to support women in all stages of life - no matter size or body type. By doing so we are able to cater to different ages and style preferences.

With 88 bra sizes ranging from A to M, we’re adding comfort to beauty.

Offices and stores

At CHANGE Lingerie we continue to expand our business globally. We started in Denmark and Scandinavia, and throughout the years we have continued to grow and develop our retail and online business rapidly - both of which now operate in 9 markets.

Today you find our offices and stores all around Europe and Canada with warehouses in both Canada and Poland. We also have our own crafting facility in China, which opened in 2021.

By 2022 CHANGE Lingerie employed more than 2,000 people worldwide.

Here’s to making things easy

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